If you’ve been on an e-commerce website lately, there’s a good chance you interacted with a chatbot. They are becoming increasingly popular–almost ubiquitous–on B2C websites that offer sales assistance and customer support. But marketers and salespeople in the B2B space have been reluctant to leverage chatbot technology, failing to realize that these millennial consumers are now today’s business buyers. They are in command of the buying journey, learning about products and services via social feeds, websites, rankings, and reviews long before they engage with sellers. One research study found that 68% of B2B buyers in 2017 preferred to research online on their own, up from 53% in 2015.
B2B marketers and sellers understand that selling to businesses requires a personalized approach, something that could traditionally only be handled by a phone call or an in-person meeting. But modern conversational chatbots can help companies engage prospects with personalized, contextual information at scale. Chatbots leverage demographic, location, and browsing data to deliver relevant information that guides the buyer’s research without an overt sales pitch.
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VP, Expand Selling Research, TSIA
Product Manager, Bold360 by LogMeIn
Publish Date: January 10, 2019
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